Beauty News

101 Guide To KraveBeauty

A wide shot of two models, one blonde in a green top and one black haired in a pink top, holding KraveBeauty skin care while smiling.

Overwhelmed by the constant influx of skin care products? You’re not alone. KraveBeauty is right there with you. Brainchild of world-renowned beauty YouTuber, Liah Yoo, the brand is on a mission to slow down the skin care sphere while reducing the industry’s waste levels.  

Paying homage to its simple yet effective regime, here at Cult Beauty we’ve rounded up everything you need to know about the brand – from the history of KraveBeauty to the bestseller products we’re adding to our basket.  


Demystifying daily routines since 2017, KraveBeauty is a skin care brand that works with your complexion, not against it. Treating your dermis with the respect it deserves, its collection consists of just two simple-yet-effective series (the Core Series and Supplement Series) that tackle common beauty concerns, without compromising or replacing your natural ecosystem. Flipping the script from saying ‘you need this product’ to ‘you don’t need this product’, KraveBeauty prides itself on its less-is-more mantra, dreaming up multifunctional solutions that work on all skin types – even the most sensitive.  


Founded by beauty aficionado and YouTube icon Liah Yoo, KraveBeauty began through her frustration of constant trends of instant (but not long-term) fixes – otherwise known as ‘analysis paralysis’. Famed for sharing her skin care tips, knowledge and experience gained while working at Korea’s largest beauty company, Liah Yoo has garnered an international social reach of over 700,000 followers (and counting). Building her integrity by facilitating others on their complexion journey, the influencer openly shares her skin care woes and annoyances with beauty vogues that arise as quickly as they decline. With that in mind, the creative decided to dream up skin care products that listen to the needs of your dermis rather than competing with it.  

A wide shot of KraveBeauty’s cleanser, oil, moisturiser stacked on a bathroom shelf in front of a light blue background.


While KraveBeauty holds a ‘made in Korea’ label, it doesn’t tap into the renowned K-Beauty trend. Rather than being defined by Korean skin care’s extensive yet effective 10-step routine, the brand’s products have access to the highest grade of ingredients and technology for formulas that are sophisticated and successful.  


Along with looking after our complexion, KraveBeauty goes above and beyond to look out for our planet too. Proud to be part of our Cult Conscious initiative, the brand has the Donates to Charity, 1% for the Planet and PETA Cruelty-Free proof points from our third-party team Provenance. Why? We’re glad you asked. Not only has KraveBeauty donated to Amazon conservation projects, the Great Barrier Reef Foundation and become a member of the 1% For The Planet organisation, but the collection is also cruelty-free – meaning it doesn’t test any products or ingredients on animals. 


You’ve heard of matcha lattes and teas, but how about KraveBeauty’s Matcha Hemp Hydrating Cleanser? Bringing your favourite beverage into your skin care routine, this non-stripping formula fuses hemp seed oil with (you guessed it) matcha to smooth, soothe and shield your skin from any external aggressors.   

How to use? Day and/or night, start by applying a coin-sized amount on wet skin. Gently massage in the product until a gentle lather forms. Rinse with lukewarm water and pat skin dry. 

Soothing sensitivity caused by a broken skin barrier, KraveBeauty’s Great Barrier Relief Serum banishes breakouts while looking to calm irritation. Blending tamanu oil, niacinamide and ceramides, this triple-threat formula not only reduces the appearance of redness but also aids in brightening your complexion by fading the look of pigmentation. Now, who said one product couldn’t do it all? 

How to use? Apply 1-2 pumps on clean, dry skin. Use a little extra for dry skin and a little less for oily skin. Gently massage into your complexion until fully absorbed. If using as a sensitive spot treatment, use light pats or apply with a cotton bud   

Proving that less is more, KraveBeauty’s Oat So Simple Water Cream uses as little as nine products to quench the thirst of parched complexions. Giving overloaded, oversensitive skin a much-needed break, the no-frills formula features squalane and trehalose to lock in and retain moisture.  

How to use? Apply desired amount on clean, dry skin. Gently massage into the skin until fully absorbed. 

Renowned for its low acid levels, KraveBeauty’s Kale-Lalu-Yaha exfoliator is here to nudge your skin’s natural renewal process in a gentle yet effective way. Supercharged by kale, spinach and parsley, this leafy green smoothie is bursting with antioxidants to energise your complexion while dissolving dead cells. We’ll cheers to that! 

How to use? Apply a few drops to a clean, dry face. Start slowly and gradually build up to 2-3 times a week or as needed.   

Supporting healthy sebum composition, KraveBeauty’s Oil La La serum soothes your skin’s appearance while preventing future breakouts. Mixing a cocktail of non-comedogenic, linoleic-acid rich oils, peptides and vitamins, the featherweight formula balances your lipid levels to lock in moisture and keep your complexion hydrated for longer. 

How to use? Apply to a clean, dry face, neck and décolletage in the morning and at night.

So, there you have it, now you have the ins and outs of KraveBeauty, it’s time to celebrate your complexion and serve up just what needs.  


Trifonia Asmar

Trifonia Asmar

Senior SEO Copywriter

Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.